全球化之數位行銷應用方法 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 sit. y. Nat. 全球化之數位行銷應用方法 n. al. er. io. A Development of Global Digital Marketing Methodology. Ch. engchi. i n U. v. Student: Nicky Hsieh Advisor: Professor Shari Shang. 中華民國一〇〇年六月 June 2011.

(2) 全球化之數位行銷應用方法 A Development of Global Digital Marketing Methodology. 研究生：謝佩芳. Student: Nicky Hsieh. 指導教授：尚孝純. Advisor: Shari Shang. 國立政治大學. 學. ‧ 國. 立. 政治大. ‧. 商學院國際經營管理英語碩士學位學程碩士論文. er. io. sit. y. Nat. A Thesis. n. a to International MBA Program Submitted iv l C n U NationalhChengchi University engchi. in partial fulfillment of the Requirements for the degree of Master in Business Administration. 中華民國一〇〇年六月 June 2011.

(3) Abstract A Development of Global Digital Marketing Methodology By Nicky Hsieh With the popularity of internet and continuous digitalizing environment, it’s getting more complicated do digital marketing. Meanwhile, internet makes the world connect closer without boundary. The objective of this research is to propose a methodology to offer corporate a cost-effective method to conduct digital marketing domestically and globally.. 政治大 The methodology originates from the early official website traffic monitoring system and 立 membership profile analysis. Through enhancement and evolvement, there are 2 modules. ‧ 國. 學. developed to help for proposing a global digital marketing strategy to fulfill different individual needs from corporate.. ‧. We use 4 cases to present how the methodology works to fulfill different requirements.. y. Nat. n. al. er. io. sit. The 4 cases are PizzaHut , TrendMicro, FamilyMart & Asus. The methodology is used to propose the digital marketing strategy for the corporate.. i n U. v. The value of this methodology is to offer broad application in any digital development stage. The key factor to affect the level of quality and completeness is how much information collected. In most cases, the information could be derived from 1) the free online analysis tools and 2) the corporate/the brand itself. The professional online research data is an optional source, but not a crucial one to make major effect.. Ch. engchi. The important point is that the analysis should stick with the concept of OBE (Owned Media, Bought Media and Earned media) to review results from the past marketing campaigns to see whether all of the results could connect with the corporate long term goals and whether these results could be accumulated to make owned media stronger. For the brand owner and management team, implementing the methodology can make it easy to understand the current status of the brand’s digital development and catch up external digital environment trends. It’s also more accurate and practical to propose a strategic plan to accumulate the results for future digital development. i.

(4) TABLE OF CONTENTS 1.. Introduction ........................................................................................................................ 1. 2.. Strategy of Global E-Marketing ........................................................................................ 3 2.1. Global E-Marketing Strategy............................................................................................ 3 2.2. The Trend of E-Marketing ................................................................................................ 4 2.2.1.A-I-S-A-S : New Consumer Purchasing Decision Making Process............................ 4. 政治大. 2.2.2.Introduction of the Concept : AISAS .......................................................................... 4. 立. 2.2.3.The Power of Share ..................................................................................................... 5. ‧ 國. 學. 2.2.4.iPad2 Lowers the Barrier to Enter Digital World ...................................................... 10 2.2.5.Ubiquitous Mobility Will Make the World Connect Tighter ..................................... 10. ‧. 2.3. Different Kinds of Media (Owned Media, Bought Media, Earned Media) ................... 11. Nat. sit. n. al. er. Research Methodology ..................................................................................................... 17. io. 3.. y. 2.4. Strategy of E-Marketing --- Building Owned Digital Assets by Corporate ................... 15. i n U. v. 3.1. Methodology Development ............................................................................................ 17. Ch. engchi. 3.2. Steps to Using the Methodology .................................................................................... 20 3.2.1.Analysis of the Brand’s Digital Assets (Owned Media) ............................................ 21 3.2.2.Analysis for Competitors’ Digital Assets (Owned Media) ........................................ 23 3.2.3.Analysis for Efficiency of Media Budget Utilization (Bought Media) ..................... 25 3.2.4.Updates for Digital Trend and Environment ............................................................. 25 3.2.5.Updates for Industrial Digital Application ................................................................ 26 3.2.6.Annual Digital Marketing Strategy for the Brand ..................................................... 27 3.3. A Checklist for Application of This Methodology ......................................................... 28 4.. Case Studies ....................................................................................................................... 29 ii.

(5) 4.1. Execution Process of Concept ........................................................................................ 29 4.2. Case 1: Pizza Hut............................................................................................................ 31 4.2.1.Introduction to the Project ......................................................................................... 31 4.2.2.Review Process .......................................................................................................... 32 4.2.3.Collected Data ........................................................................................................... 33 4.2.4.Pizza Hut Digital Management Structure .................................................................. 36 4.2.5.Pizza Hut Digital Development Performance Review Sheet .................................... 37. 政治大. 4.2.6.Pizza Hut Digital Development Improvement Suggestions ...................................... 38. 立. 4.3. Case 2: Trend Micro ....................................................................................................... 44. ‧ 國. 學. 4.3.1.Introduction to the Project ......................................................................................... 44 4.3.2.Brief for this project .................................................................................................. 45. ‧. 4.3.3.Ways to Create Noise ................................................................................................ 47. y. Nat. sit. 4.3.4.Promotion Program Requirement .............................................................................. 47. n. al. er. io. 4.3.5.Analysis & Mission Re-defined for This Promotion Program .................................. 48. i n U. v. 4.3.6.Online Research for Cloud Security .......................................................................... 49. Ch. engchi. 4.3.7.Introduction for Google - Double Click Ad Planner ................................................. 50 4.3.8.Understanding IT Professionals’ Preference in Different Markets............................ 52 4.4. Case 3: Family Mart ....................................................................................................... 61 4.4.1.Introduction to the Project ......................................................................................... 61 4.4.2.Review Process .......................................................................................................... 61 4.4.3.Review Results .......................................................................................................... 62 4.5. Case 4: Asus ................................................................................................................... 68 4.5.1.Introduction to the Project ......................................................................................... 68 4.5.2.Review of Brand’s Owned Media ............................................................................. 69 iii.

(6) 4.5.3.Strategy for Asus Transformer ................................................................................... 79 5.. The Value of the Methodology ......................................................................................... 81 5.1. The Application of the Methodology ............................................................................. 81 5.2. The Value of the Methodology ....................................................................................... 82. 6.. Conclusion ......................................................................................................................... 83 6.1. Summary......................................................................................................................... 83 6.2. Strength and Weakness ................................................................................................... 84. 政治大. 6.3. Future Use ...................................................................................................................... 85. 立. Appendix A: References ........................................................................................................... 86. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. iv. i n U. v.

(7) List of Figures and Tables Figure 1: AISAS Model. ............................................................................................................... 4 Figure 2: The Influence of Facebook on Top News Sites (US) .................................................... 6 Figure 3: KPCB’s SoLoMo Acronym. ....................................................................................... 10 Figure 4: OBE Model ................................................................................................................. 12 Figure 5: OBE Defined by Forrester Research........................................................................... 12 . 政治大. Figure 6: OBE Control vs. Reach ............................................................................................... 15 . 立. Figure 7: Execution Process of Methodology ............................................................................ 29 . ‧ 國. 學. Figure 8: Unique Visitors for Pizza Hut Websites Around Asia, Jun 2010 - Feb 2011 .............. 35 Figure 9: Pizza Hut digital Management Structure .................................................................... 36 . ‧. Figure 10: Pizza Hut Digital Development Improvement Suggestions ..................................... 38 . Nat. sit. y. Figure 11: Browsers by Total Market Share ............................................................................... 38 . n. al. er. io. Figure 12: Top 5 Browsers Used in Taiwan, Mar 2010 - Mar 2011 ........................................... 39 . i n U. v. Figure 13: Suggested Improvement to the Pizza Hut Online Ordering Process ........................ 39 . Ch. engchi. Figure 14: Pizza Hut US iPhone App ......................................................................................... 40 Figure 15: Member Types Compared Against Loyalty .............................................................. 42 Figure 16: Trend Micro Cloud Security Portal ........................................................................... 46 Figure 17: Ways to Create Noise for Trend Micro ..................................................................... 47 Figure 18: Google Insights Results for Searching “Cloud Security” ......................................... 49 Figure 19: Google Keyword Search Popularity Rankings for “Cloud Security” ....................... 49 Figure 20: Google Ad Planner .................................................................................................... 52 Figure 21: Australian Audience Reach of News Sites ................................................................ 57 Figure 22: Indian Audience Reach of News Sites ...................................................................... 59 v.

(8) Figure 23: Channels for Media Exposure ................................................................................... 60 Figure 24: 7–11 Online Budget Spend, Jan 2010 – Apr 2011 .................................................... 66 Figure 25: Family Mart Online Budget Spend, Jan 2010 – Apr 2011 ........................................ 66 Figure 26: Global Brand Search Traffic for Asus and Key Competitors, 2004-2011 ................ 69 Figure 27: Global Product Search Traffic for Asus & Competitors, Jun 2010 – May 2011....... 70 Figure 28: Taiwan Brand Search Traffic for Asus and Key Competitors, 2004-2011 ................ 71 Figure 29: Taiwan Product Search Traffic for Asus & Competitors, Jun 2010 – May 2011 ...... 71 . 政治大. Figure 30: Global Traffic for Asus, Acer and Samsung Websites, Jan2009 – Apr 2011 ............ 72 . 立. Figure 31: Taiwan Traffic for Asus, Acer and Samsung Websites, Jan2009 – Apr 2011 ........... 73 . ‧ 國. 學. Figure 32: Suggested 3-Point Approach for Asus Transformer.................................................. 79 . ‧. Table 1: Pizza Hut Website Traffic Compared with Online Shopping & Food Sites ................. 33 . y. Nat. sit. Table 2: Pizza Hut Website Traffic Compared with Food Sites Alone ....................................... 34 . n. al. er. io. Table 3: Fast Food Category Web Statistics for March 2010 ..................................................... 34 . i n U. v. Table 4: Fast Food Category Web Statistics for March 2011 ..................................................... 34 . Ch. engchi. Table 5: Pizza Hut Digital Development Performance Review Sheet ....................................... 37 Table 6: Facebook Fan Page Statistics for Pizza Hut in Asia, Apr 2011 .................................... 41 Table 7: Ad Planner Australia Composite Index Above 200 ...................................................... 53 Table 8: Ad Planner Australia Composite Index Between 180 and 200 ..................................... 54 Table 9: International News Site in the Composite Index .......................................................... 55 Table 10: Composite Index Below 140 ...................................................................................... 56 Table 11: Ad Planner India Composite Index of 280 and Above ............................................... 58 Table 12: Comparison between 7-11 and Family Mart’s Owned Media by InsightXplorer ...... 63 Table 13: Comparison between 7-11 and Family Mart’s Owned Media by Google Trend ........ 64 vi.

(9) Table 14: Apple Websites’ Visit Statistics................................................................................... 74 Table 15: Apple Websites’ User Segmentations by Gender, Age and Occupation ..................... 74 Table 16: Asus Website’s User Segmentations by Gender, Age and Occupation ....................... 75 Table 17: Acer Website’s User Segmentations by Gender, Age and Occupation ....................... 76 Table 18: Type of Websites Visited by Various Age Groups ...................................................... 77 Table 19: Top 20 Websites Visited by Taiwan Users of Various Age Groups ............................ 78 . 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. vii. i n U. v.

(10) 1. Introduction Increasingly integrated into people's lives, Facebook has 600 million users globally. Meanwhile, the average global internet access rate has reached 28.7% (as of June 30, 2010). So digital marketing is no longer just about producing online event sites and buying internet ads to get exposure. To build up a brand’s visibility and reputation in the digital world, through engaging users to increase preference and further trigger them to buy products,. 政治大. there’s a now a new concept of digital marketing from a long-term perspective.. 立. As the result of the rising popularity of smart phones (iPhone, Android, etc) and tablet. ‧ 國. 學. computers such as the iPad, those who had hesitated to access the internet before have started. ‧. learning and exploring the online world. The consumer’s behavior has changed from just browsing to more searching and sharing. This dramatic change not only affects the. y. Nat. er. io. sit. consumer’s purchase behavior in the digital world but also in the real world. This report examines how brands try to tap into the consumer’s thinking logic and take advantage of how. n. al. Ch. i n U. v. the consumer searches and shares what the brands themselves would like to present. For. engchi. example, Coca Cola is the top consumer brand and has the most fans on Facebook, and they are aware that “impressions” – the number of times ads or web pages are shown - are now less meaningful than “expressions” – what visitors are saying about the brand after any level of engagement with the brand content . So the new integrated marketing strategy shifts from impressions to expressions as companies like Coca Cola become more concerned about engaging their customers.. In the digital world, there are no boundaries between countries but language can still be an obstacle. The development of the internet has connected the globe, and decreases the cost of 1.

(11) exploring or expanding business in other markets. So for SMEs in Taiwan, it’s a great opportunity to promote their brand globally.. Hence another objective of this report is to share a methodology by which a brand can utilize online tools to leverage self-owned digital assets and decide the direction of its digital marketing strategy. In the process, a brand’s digital assets can be accumulated with each campaign execution. For exploring other markets, SMEs could use the methods presented to. 政治大 internet platforms to test those market. In addition, the digital channel allows marketing 立 gain a better understanding of their target market, and start selling products via current. ‧ 國. 學. campaigns to reach a global market, not just a single market, thereby increasing efficiency of marketing resources.. ‧. In summary, the purpose of this report is to propose a cost-effective approach to help. y. Nat. sit. corporations build up their digital visibility and reputation over time. For Taiwan SMEs, I. n. al. er. io. hope the methods presented can help SMEs develop their own global brands for Taiwan.. Ch. engchi. 2. i n U. v.

(12) 2. Strategy of Global E-Marketing 2.1. Global E-Marketing Strategy Digital marketing typically has been the last component to be considered within a 360 degree marketing strategy process. It is often treated as a trial “attempt” or implemented on its own as a less important marketing campaign. Since the world wide web was created in 1992, it has matured and grown, surviving the internet bubble in 2000, and re-emerging with event of. 政治大. Facebook to once again connect everyone’s lives together. Digital marketing is no longer just. 立. an “attempt” but has gradually become an important part of the overall marketing plan. Some. ‧ 國. 學. marketing campaigns would start from a digital perspective and link with physical PR events to create unique brand interactive experiences for consumers. Such uniqueness also attracts. ‧. mass media interest and gains more PR or news exposure. The purpose of these kinds of. Nat. n. al. er. io. terms of number of members, fans, new kind of services, etc.. sit. y. digital marketing experiential strategy is to accumulate brand digital assets continuously, in. Ch. i n U. v. Digital marketing is about promoting brands using all forms of digital advertising channels to. engchi. reach consumers. From a brand’s perspective, the application of digital forms include event site development, branded website development, online service development, online ad exposure and sales, online PR exposure, customer relationship management (CRM) systems, search engine marketing and optimization, email marketing, mobile marketing, social marketing, outdoor interactive marketing, etc., and upcoming new digital interactive applications.. Since the scope is constantly growing with the emergence of new innovations, the corporate digital marketing strategy has to be on the right track along with the company’s long term 3.

(13) goal.. 2.2. The Trend of E-Marketing 2.2.1. A-I-S-A-S : New Consumer Purchasing Decision Making Process Digital marketing trends change in accordance to consumer responses to the environment, new technology, new platforms and changes in consumers’ behaviors. In order to keep up with consumers, new methods are invented and the classification of these new methods brings new. 政治大. trends. To better understand this, we need to study how consumer behaviors change in the. 立. digital world.. ‧. ‧ 國. 學. n. Figure 1: AISAS Model.. er. io. sit. y. Nat. al. i n CSource: Dentsu, Japan, U 2006 hengchi. v. 2.2.2. Introduction of the Concept : AISAS A-I-S-A-S stands for “Attention-Interest-Search-Action-Share”. This concept is grounded in Japan by Dentsu and based on the consumer life style in digital and mobile era, offering a new consumer behavior analysis model for marketers to manage their strategy. It’s also applies in managing cross media contact points with consumer.. Attention: to get consumers’ first impression via grand exposure or special events.. 4.

(14) Interest: to trigger consumers’ interest and preference by creative, unique messages and stories that fit with consumer insights. Search: to create content which users can search for easily such as news, buzzes, pictures and video clips. Action: to set up KPIs that the campaign would like to achieve or get (leads, video impressions, number of fans, online orders, etc).. 政治大. Share: to encourage and manage the sharing of information. 立. 2.2.3. The Power of Share. ‧ 國. 學. Facebook has been the most influential source to top news site in the US. ‧. According to a Pew Research Center study which released on May 9 this year, Facebook is a. sit. y. Nat. more valuable source of traffic to top news sites than Twitter. The study looked at Nielsen. io. er. data from 25 news websites with the highest number of unique monthly visitors. About 35%. al. to 40% of traffic to the sites came from links on other sites, as opposed to readers typing in a. n. v i n C hpage on the same site. URL directly or clicking to another e n g c h i U Unsurprisingly, Google dominated this referral traffic. On average, a company’s search and news products accounted for about 30% of all clicks. But Facebook also referred a significant percentage of each site’s audience.. The Huffington Post was boosted the most by Facebook referrals, which accounted for 8% of its unique visitors. The New York Times derived 6% of its traffic from the social network.. 5.

(15) 立. 政治大. Figure 2: The Influence of Facebook on Top News Sites (US). ‧ 國. 學. Source: http://mashable.com/2011/05/09/for-top-news-sites-facebook-drives-more-traffic-than-twitter-stats/, 2011. sit. y. ‧. Nat. Interesting videos are shared around in digital world. io. er. The world appreciates creativity. Since people’s behaviors have changed to enjoy “searching” and “share”. Sharing reflects the type of information that matches a person’s taste and. al. n. v i n C h So people enjoy preference and even his/her personality. e n g c h i U sharing positive information which. would trigger others to “like” and also share. In the beginning, only Commercial Film video clips were shared around. But soon, with the popularity of videos and the lower barrier to create video clips, more interesting video clips were created for commercial and non-commercial use to attract views in the digital world.. 6.

(16) Example 1: iPhone 4 and HTC Evo. This funny video was created by a forer Best Buy employee, Brian Maupin, in June 2010. The video attracted more than 13M viewers within this past year. Originally the reason Brian Maupin produced this video clip was. 立. After a period of investigation, Best Buy. ‧ 國. 學. Source:. out of personal interest. But after the release 政治大 of 3 videos, his employer terminated his job.. http://www.youtube.com/watch?v=FL7yD-0pqZg, 2010. announced Brain could keep his job, but Brain. ‧. proclaimed that he would not continue to. future in file-making. The motivational force to share this video lies in the interesting and. n. al. er. io. sit. y. Nat. work for Best Buy and will think about his. Ch. engchi. 7. iv n Uironical conversation between its characters..

(17) Example 2: Movie Promotion for the Expendables. This is not just a video clip but an interactive digital experience to get a peep of the upcoming movie. In the beginning of the video, it’s just like a regular interview with Sylvester Stallone to promote the movie. But. 立. after about 30 seconds, the people in the video 政治大 clips on the right side start to move and take out their guns to shoot Sylvester Stallone, who. ‧ 國. 學. bigger gun to blow those assassins away. At. ‧. Source:. then interrupts the interview to take out a. 0/BuNqhSB2WQw, 2010. share!” then the share buttons to Facebook and Twitter are displayed.. n. al. er. io. sit. y. the end of the video, he says “Don’t forget to. Nat. http://www.youtube.com/user/expendables?blend=1&ob=5#p/u/. Ch. engchi. 8. i n U. v.

(18) Example 3: A Hunter Shoots a Bear. Tipp-Ex is a brand of correction fluid. This brand successfully used YouTube as a platform to raise awareness through an interesting interactive campaign which cleverly presented the product’s features, and allowed consumers to type different. 立. words in the blank space to create a different 政治大 result for the story. According to the news, the campaign produced around 40 videos to match up. ‧ 國. 學. with the possible words viewers would type. It. Source: http://www.youtube.com/user/tippexperience, 2010. ‧. created lots of buzz in the digital world and. video/campaign on their Facebook or blog to let more people know. Even though the production. n. al. er. io. sit. y. Nat. people were keen to share the interesting. Ch. engchi. iv n Ufee was. higher than average, the buzz the. campaigned created for the brand was valued more. This is a great example of what is termed “earned media” (see Chapter 3).. 9.

(19) 2.2.4. iPad2 Lowers the Barrier to Enter Digital World iPad2 makes it easier to create, share and get digital content. Even a 60 year old person without any computer experience can click on icons on iPad2 to easily take photos, talk with family and friends, read news, etc. And it’s also easy to access Facebook and Twitter to share content on the tablet. Almost every newspaper and magazine has pressure to go digital. Many famous foreign. 治政大stream would come from (i) banner iPad for free with limited content. The potential revenue 立 ads on its digital version and (ii) subscription fees (not as applicable at this moment since most of users are used to enjoying free content on the web).. 學. ‧ 國. publications, such as Business Week, WSJ, GQ, Vogue, etc, launched their digital version on. ‧. 2.2.5. Ubiquitous Mobility Will Make the World Connect Tighter. y. Nat. sit. n. al. er. io. Accessing the internet from anywhere on the globe is a foreseeable future. According to KPCB report “Top Mobile Internet Trend” released in February 2011, iPad should be the killer mobile platform that allow users to start enjoying mobile life. The volume of mobile devices, including iPhone, iPad and Android devices have reached critical mass.. Ch. engchi. i n U. v. Figure 3: KPCB’s SoLoMo Acronym. Source: Kleiner Perkins Caufield & Byers, 2011. Mobile is a global trend, not just happening in a certain area. Social networking helps accelerate the growth of mobile, and more social platforms and applications will emerge. Monetization from mobile is a hot topic from free and paid apps to m-commerce websites.. 10.

(20) Apple just launched “iCloud” with the aim of taking a leading position in the trend. Ubiquitous computing will make consumers indulge more on the internet in terms of time, level of involvement, application, etc. In the future, digital marketing will become more complicated with integration of different digital and mobile platforms.. From a long term perspective, companies should think about how to build a long term digital relationship with consumers, and how to utilize digital tools, systems and regular management. 政治大 evaluate their digital marketing strategy. 立. to accumulate digital assets. All of these questions should be factored in to how marketers. ‧ 國. 學. 2.3. Different Kinds of Media (Owned Media, Bought Media, Earned Media). ‧ sit. y. Nat. In 2008, Nokia started to implement a concept called “OBE” for digital media planning. OBE. io. er. is the abbreviation for “Owned media, Bought media, Earned media”. It can also be applied to. al. the formation of a digital marketing strategy. Although Nokia pioneered this model, other. n. v i n C hhave also mentioned industry professionals and leaders e n g c h i U this concept and added their own thoughts. But as yet there’s still no clear definition of the concept.. 11.

(21) Figure 4: OBE Model Source: http://danielgoodall.com/2009/03/02/owned-bought-and-earned-media/, 2009.. In December 2009, Forrester Research re-defined OBE in their blog. 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. Figure 5: OBE Defined by Forrester Research. io. 2009. n. al. Ch. engchi. er. Source: http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html,. i n U. v. In the past, following with traditional media logic, brand awareness can be bought by allocating enough media budget. But this rule doesn’t fully apply to the digital world. When we start using the OBE model to consider the essence of digital marketing, creating good products and user experience becomes the way to maximize efficiency.. According to Forrester Research (2009) , there are 3 kinds of media:. Owned media: the digital platform could be 100% controlled by the brand for communicating with their brand admirers.. 12.

(22) Paid media: it’s not dead but it’s evolving into a catalyst that helps the brand to find the right target audience in the beginning of the campaign, so as to increase positive buzz and encourage sharing to more people.. Earned media: a brand’s earned media results from its behavior to interact with consumers from its very beginnings. The brand needs to learn how to listen and response to the good and bad as well as consider when to stimulate earned media through word of mouth marketing.. 政治大. Daniel Goodall, who introduced Nokia’s OBE in his blog, elaborated more about the different. 立. that consumers may post.. 學. ‧ 國. audiences the brand could interact with via these 3 media and the level of control on messages Based on. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 6 below, it’s easy to tell that owned media could be fully managed by the brand, but only limited brand admirers and employees will be covered. Bought media is used to reach the potential right target audience with a level of reach that is related to budget, and controllable to an extent. The message delivered has to be transformed into a format that can be well-received in that media, but reactions from its audience can’t be controlled. Earned media is the least controllable, but its reach could be the broadest. 13.

(23) Goodall thinks pro-active customers are the key to success in this field. Making customers happy means solving their problems but also listening and being ahead of the game, and delighting them in ways they didn’t expect.. However, if companies could not deal with customers’ feedback appropriately, it would cause bad “word-of-mouth” – another kind of earned media.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 14. i n U. v.

(24) 政治大. 立Figure 6: OBE Control vs. Reach. ‧ 國. 學. Source: http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/, 2009. ‧. 2.4. Strategy of E-Marketing --- Building Owned Digital Assets by. sit. y. Nat. Corporate. n. al. er. io. By understanding the overall digital trend and an industry’s digital trend, then examining its. i n U. v. self-owned resources, a company can re-define a short-mid-long term aim for its corporate. Ch. engchi. digital plan. Meanwhile, it can also define what kind of owned media should be developed, the utilization of bought media, and the enhancement of word-of-mouth strategy and direction by understanding the current corporate brand’s online reputation by querying search results.. Coca-Cola, for example, shifted its digital marketing strategy from “impressions” to “expressions”. The brand no longer values its exposure in the digital world, but instead values the perception from users. How to create happy interactions with consumers and trigger them to share their experience to others are the main pursuits for the brand. Hence Coca Cola developed an annual marketing goal called “Open happiness” to link “Coca Cola” with 15.

(25) “Happiness” as part of its owned media management and development. The process is to create “brand generated content and events” starting initial exposure in the digital world with limited bought media. After interacting with the content or event, positive user experience is generated and comments are circulated. All the possible responses (user generated content and comments) are anticipated and managed to link with the final goal – to deliver exactly what the brand would like to deliver and to present the image the brand would like to show.. 政治大. To achieve the company’s strategic goal, digital marketing strategy can help to solve the. 立. following issues:. Brand image recognition: the company can examine its high level digital strategy and set. ‧ 國. 學. . up milestones on an annual basis.. Efficient resource utilization: the company can make effectively balance the relationship. ‧. . y. sit. Fully understand the digital trend and the level of digitalization among the whole. io. al. n. industry.. er. . Nat. between resource and budget.. Ch. i n U. v. . Digital competitiveness monitoring .. . Owned media: To control and understand the quality and quantity of current resources,. engchi. and set up or adjust new content in line with the annual marketing goal. . Bought media: To clearly define the role of bought media for better and correct media planning and execution. After execution, the company should review the results to see if they fit with its strategic goal.. . Earned media: To understand current online reputation and related buzz about the brand, then set up a plan to create business-generated content for guiding the direction of consumer buzz. 16.

(26) 3. Research Methodology The objective of the methodology is to present a cost efficient approach to keep abreast of digital environment changes, how the brand fared digitally in the past year, and how to adjust the direction in the following year to achieve the company’s digital goals . It’s also provides CXOs (CEO, COO, CTO, etc) to with more thorough information to draw up digital strategies. The methodology contains 4 steps, which are described in the following sections.. 治政大 3.1. Methodology Development 立 ‧ 國. 學. Although the internet originated as far back as 1969, its widespread use was not adopted by the general public until the 1990’s with the emergence of the World Wide Web. Since then,. ‧. companies have embraced the web to establish corporate websites. According to different. Nat. sit. y. company’s actual requirement, customized backend tracking systems, membership systems,. n. al. er. io. electronic direct mail (eDM) systems, etc. were created and help to form part of a client. i n U. v. relationship management (CRM) platform. With the fever in Web 2.0 concepts, blog. Ch. engchi. applications emerged to allow anyone to become a media publisher. The consumer shopping decision process also changed accordingly. The original shopping behavior – price comparison and buzz sharing - is more efficiently conducted. More social media appeared in the market. Companies can not perform CRM via its corporate site and membership database alone. Instead, they have to find suitable platforms to engage and keep in contact with consumers.. This initial step of methodology development originates from the early official website traffic monitoring system and membership profile analysis. But in response to environmental and 17.

(27) consumer behavior changes, methodology development was built and kept evolving based on the OBE concept to define the media scope and develop further execution and application models.. Here are more detail definitions and key performance indicators (KPI) for each media:. 1. Owned media: original scope only covers official site, eDM and member database. Later, blogs, e-commerce (EC) channels, Facebook fan pages and Twitter, etc. are emerging. 政治大. social media platforms are included:. Corporate site : web traffic, pages browsed, visit duration, unique visitors, average. ‧ 國. 學. . 立 number of visits. eDM: number of emails delivered, successful delivery rate, open rate, click rate. . Membership: number of members, basic profile analysis, number of interactions. . Blog: number of articles. . EC channels: analysis for channel distribution, number of products and sales. y. sit er. io. al. n. . Nat. . ‧. . i n C Facebook: number of fans, rate h einteraction ngchi U. v. Twitter: number of followers. 2. Bought media: originally only ad banners on media sites were covered, but more platforms and the interaction with consumers brings new solutions: . Fixed ad placement in the homepage of major portals: Yahoo!, YouTube, Wretch, Facebook. . CPC ad network: Google network, BT network, Blog network. . News placement: Yahoo! news aditorial, UDN special column 18.

(28) . Buzz marketing: Bloggers’ sharing, buzz in forums. . Keyword ad: Yahoo! Search, Google Search. . Ads on Mobile APP. . Social media marketing: Referrals from other fan pages, blog editorials, message spreading among blogs. Evaluation models can be classified into CPM (cost for every thousand exposure), CPC. 政治大 articles being posted and read. 立. (cost per click), CPA (cost per action) and others. Some models can only give number of. ‧ 國. 學. To analyze the efficiency of bought media, the company must gather completed ad execution results and revenue data for further matching:. ‧ sit. y. Nat. i) Does execution follow the corporate long-term digital marketing goal?. io. er. ii) Can execution efficiency be improved? Are there applications and solutions not. al. suitable to this brand?. n. v i n Cyear’s iii) Suggestions for next media directions. h e nbought gchi U 3. Earned media: mainly about the brand’s online reputation and how related buzz is spreading. No third party to offer official analysis or evaluation report.. A common way for reference:. i) Google Trends for Keywords: to check the change in search volume of certain keywords. ii) Google Trends for Websites: to check the change of a brand’s site traffic and compared with competitors’ websites. 19.

(29) iii) Using Google and Yahoo! search to analyze the result pages – related articles and content for:. a) The number of news articles and the direction & quality of content b) The number of articles from general public and the direction & quality of content c) The number of a brand’s CF being broadcasted. 政治大. Earned media results from the brand’s service and products plus the stimulation of. 立. marketing PR campaign to generate a natural buzz effect. In the past, most marketers would. ‧ 國. 學. put emphasis on how to inspire UGC (User Generated Content) but I would suggest putting more emphasis on how to create BGC (Business Generated Content) to tell consumers a. ‧. clear story and message which the brand would like to share, and further direct users to. y. Nat. er. io. sit. respond and share as expected.. 3.2. Steps to Using the Methodology a. n. iv l C n h e n gunderstand c h i Uhow the brand is performing online, The below review items can help marketers enabling them to set up their strategy and direction to develop their brand in the digital world:. The proposed methodology can be executed by the following 4 steps and 2 modules :. Step1: Module 1: Review self-owned and competitors’ resources . Analysis of the brand’s digital assets (owned media ). . Analysis of competitors’ digital assets (owned media). 20.

(30) . Analysis of efficiency of media budget utilization (bought media). . Observation of the brand’s earned media (online reputation). Step2: Module 2: Catching up on digital environment development . Updates of digital trend and environment. . Updates of industrial digital application. Step3:. 立. 政治大. Information : The brand’s digital development goal and related resources. ‧ 國. 學. . Ultimate digital development goal for the brand that has to be determined internally by the management team for getting full support Resources (people, budget, hardware). al. er. io. sit. y. Nat. Step4:. ‧. . n. Result: Completed review and final suggestion for annual digital marketing strategy. Ch. engchi. i n U. v. Remark：Not all the steps are necessarily taken place. It just represents the order of logic to implement the methodology. The digital marketing will be formed based on the information collected.. 3.2.1. Analysis of the Brand’s Digital Assets (Owned Media) Due to the diversity of the digital environment, a brand’s owned media would not be limited to only one or two platforms. Each platform has its position and role to serve consumers with brand preference. So analysis of the brand’s digital assets (owned media) needs to consolidate. 21.

(31) and chart all the platforms’ numbers for a period of at least 6 months to 1 year. At the same time, the company should also check and match the schedule and results of corresponding physical and digital marketing campaigns to confirm the growth momentum.. According to the annual target in the following 1 year, the company has to realign owned media’s annual development KPI and direction with the marketing plan schedule, so as to allocate resources to produce digital marketing campaigns to grow its owned media.. This. 政治大 website, Facebook’s fan page, Twitter and blogs. However, the responses from the brand 立 refers to 100% owned and controllable digital platforms and content, including the official. ‧ 國. 學. admirers (members, fans, message followers) and own customer relationships are not necessarily related. For better results from this prospective, continuous communication and. ‧. inspired engagement to keep the consumers’ brand preference is vital.. y. Nat. er. io. sit. So, for the review of owned media, there are 2 dimensions: quality and quantity.. al. 1. From the perspective of quantity, it’s necessary to consolidate all related data of owned. n. v i n C hthose of competitors’. media and then compare it with e n g c h i U Data sources for owned media’s backend system and the third party’s include:. i). Owned media’s backend system: . Corporate site : web traffic, pages browsed, visit duration, unique visitors, average number of visits. . eDM: number of emails delivered, successful delivery rate, open rate, click rate. . Membership: number of members, basic profile analysis, number of interactions 22.

(32) ii). . Blog: number of articles. . EC channels: analysis for channel distribution, number of products and sales. . Facebook: number of fans, interaction rate. . Twitter: number of followers. Third party data: InsightXplorer, Alexa, Google Trends. 2. From the perspective of quality, it’s not 100% controllable but could be managed and. 政治大. improved by continuous communication to build up trust. To understand the brand. 立. admirers’ activities and reaction on owned media, company must confirm the level of. ‧ 國. 學. preference to the brand. Listed below are the key points for observation: Duration and frequency of website visits and interactions. ii). Level of involvement in the brand’s activities. iii). Annual, half year and quarterly surveys. ‧. i). er. io. sit. y. Nat. al. n. 3.2.2. Analysis for Competitors’ Digital Assets (Owned Media). Ch. engchi. i n U. v. The analysis process for competitors’ owned media is same as that for the brand itself. But it may not be possible to obtain sufficient or accurate information directly from competitors’ backend system. The table below is suggested for gaining, where possible, intelligence on competitors’ data.. 23.

(33) Accumulated digital assets refers to a brand’s visibility in the digital world. This part has to be reviewed through observation, search and certain analysis tools.. Purpose. Official Site. Facebook. Channels. Social Media. . Functions, traffic,. . Number of fans. . . current usage. . Management of fan. 立. . ‧ 國. . Structure &. generation . Number of current. . Major. fans. shopping site’s. Interaction. cooperation. Buzz marketing. N/A. y. Nat. . or placement. v ni. n. al. er. io . distribution. Interaction. functions. Search. buzz. ‧. . 政page 治大. Causes for. channels. 學. Observation. Online. Website ranking. sit. Vehicle. Ch . eNumber n g cof h i U N/A. . . competitors’ fans. articles source. Other branch. and content. office’s FB status ( same brand). Analysis. . InsightXplorer. tools. . Google Trends. First 1-3 pages’. N/A. N/A. 24. N/A.

(34) Any company can use the methods above to get information to understand another brand’s visibility, reputation and management on the internet.. 3.2.3. Analysis for Efficiency of Media Budget Utilization (Bought Media) Companies allocate a large proportion of their media budget on bought media for supporting their digital marketing campaigns in order to get broad exposure and communication with certain target groups, and the final results still have to correspond with the brand’s ultimate. 政治大. digital marketing goal. So efficiency of media budget utilization will also focus on quantity. 立. and quality.. ‧ 國. 學. Efficient quantity refers to the cost efficiency of media buying:. Is delivered result comparable with market average? ( CPM / CPC ). . Each company’s brand equity and strategy will be derived from the company’s own. n. al. er. io. sit. y. Nat. KPIs.. ‧. . i n U. v. Efficient quality refers to the result of media allocation measured against marketing purpose: . Ch. engchi. Is the result of each campaign (number of new members, current member’s re-visit, number of new fans, visibility of brand, leads) equal to the set KPI?. . Linking results with setting strategy to find the optimized solution. So for each change in results, the KPI could be re-proposed and controlled.. 3.2.4. Updates for Digital Trend and Environment The digital media environment is constantly changing locally and globally. There are always new media or digital applications emerging. When a new application “strikes a chord” with. 25.

(35) consumers, it can be developed to become a trend instantly and the new media’s commercial application and usage is formed right away. For example, Groupon successfully brought the trend of group buying in to the mainstream. Hence to catch the trend, we need to keep eyes open on local and global media news and digital research institutes.. Local websites/media: . Find (http://www.fin.org.tw ): updates for number of Taiwan digital users quarterly,. 政治大 TWNIC (http://www.twnic.net.tw) 立 new digital marketing cases. Inside (http://www.inside.com.tw). 學. . ‧ 國. . Bnext (http://www.bnext.com.tw). . Mr. Jamie (http://mrjamie.cc/). . Mr. 6 (http://mr6.cc/). . Mr./Ms. Days (http://mmdays.com/). . 小魚廣告網就是愛創意 ( www.kleinerfisch.com/blog). ‧. . n. er. io. sit. y. Nat. al. International websites/media:. Ch. engchi. . IAB (http://www.iab.net). . Mashable (http://www.mashable.com). . The next web (http://www.thenextweb.com). . CheckFaceb (http://www.checkfacebook.com). i n U. v. 3.2.5. Updates for Industrial Digital Application There are no research institutes to offer a complete report of the digital media environment. Some of them would be able to offer information from a single angle or specific profession. 26.

(36) But ultimately it is down to digital marketers to digest all the information from different sources to produce an industrial digital application analysis report.. Institutes that offer information from a single angle: 1.. MIC AISP: (member only, paid database) offers industry tend, digital user behavior analysis report.. 2.. Nielsen: (member only, paid database) offers different industry brands’ media exposure. 政治大 InsightXplorer: (member only, paid database) offers ranking for industry ad exposure. 立 information by media, channel, material and general impression, etc.. 學. ‧ 國. 3.. Apart from consolidating all the information above, it’s still necessary to collect information from industry related websites and industrial specific media to form a comprehensive. ‧. industrial digital application analysis report.. sit. y. Nat. io. n. al. er. 3.2.6. Annual Digital Marketing Strategy for the Brand. i n U. v. With the analysis for OBE media, we can derive a summary for annual operation and set up. Ch. engchi. the annual digital marketing direction and KPIs. With the direction and KPIs, we can propose a brand’s annual digital marketing strategy under OBE structure.. Steps to form the digital marketing strategy: . Bring together all the relevant data, organize it and find out relationships connecting the numbers.. . According to the annual digital marketing goal and KPIs, identify the key data’s adjustable variables.. . According to the adjustable variables and annual marketing schedule, finalize the 27.

(37) strategy for the coming year.. 3.3. A Checklist for Application of This Methodology To apply this methodology, the following checklist of prerequisites before use:. □. □. Having self-owned communication platforms with consumers. 學. □. 政治大 Commitment to develop the brand / the product 立 Details of required condition. ‧ 國. Check. Ecommerce and/or CRM system is available on self-owned communication. ‧. platforms. □. Clear development of KPIs (short/ mid/ long term). □. Concrete market analysis (Scale/Competitors/Strengths/Weakness). □. Certain level of investment on digital marketing (budget, human resources,. n. al. er. io. sit. y. Confirmed target audience profile and description. Nat. □. Ch. engchi. technology support). 28. i n U. v.

(38) 4. Case Studies 4.1. Execution Process of Concept. Competitors’ digital assets Analysis /Evaluation Digital development analysis. for. Brand Digital. Brand Digital. Development. Development. annual KPI setting. Strategy Execution Plan. Brand digital assets. Checkpoints. Industrial digital application. 政治大 Figure 7: Execution Process of Methodology 立. ‧ 國. 學. Each brand’s needs and stages of digital development are different. In consideration and response to external environmental change, the brand’s annual KPI setting should be different.. ‧. So the final annual digital development strategy might not entirely cover “Owned media”. y. Nat. sit. “Bought media” and “Earned media”. Furthermore, the brand’s digital development will differ. n. al. er. io. in different stages of the brand’s lifecycle. The optimum digital development strategy will be. i n U. v. derived according to the brand’s resources in hand and the priorities for development.. Ch. engchi. The brand digital development plan will include strategy recommendation, execution plan and check points to make sure the annual digital marketing execution stays on target to achieve the goal and KPIs set.. 29.

(39) The following chapter presents 4 case studies as proof-of-concept for the methodology. Level of application for the methodology FamilyMart. Asus. N/A. V. V. N/A. V. V. V. 學. Case. PizzaHut. TrendMicro. V. N/A. V. V. V. V. V. V. V. V. V. V. V. N/Ad. Module 1: Review self-owned and competitors’ resources  Analysis of the brand’s digital assets. V. (owned media ) V 政治大.  Analysis of competitors’ digital assets. 立. ‧ 國. (owned media).  Analysis of efficiency of media. N/A. budget utilization (bought media). sit. io. n. er. media (online reputation). al. Ch. i n U. Module 2: Catching up on digital environment development  Updates of digital trend and. y. ‧. Observation of the brand’s earned. Nat. . e n g cVh i. v. environment  Updates of industrial digital. V. application. Information : The brand’s digital development goal and related resources  Ultimate digital development goal for. V. the brand that has to be determined. 30. N/A.

(40) internally by the management team for getting full support  Resources (people, budget, hardware). V. N/A. V. N/A. Result: Completed review and final suggestion for annual digital marketing strategy  Completed proposal. V.  Draft digital marketing proposal. 立. V. 政治大. V. ‧ 國. 學. 4.2. Case 1: Pizza Hut. V. 4.2.1. Introduction to the Project. y. Nat. io. sit. Well known American restaurant chain and international franchise that offers different. er. . ‧. Background:. styles of pizza along with side dishes. Pizza Hut (PH) is a subsidiary of Yum! Brand,. n. al. Ch. Inc. (the world’s largest restaurant company). . engchi. i n U. v. Started its operations in Taiwan in 1986. Pizza Hut has been the No1. Pizza brand with over 60% market share by offering dine-in, carry-out and delivery service.. . With the popularity of the internet, an online ordering service was initiated 3-4 years ago in Taiwan.. Digital development goal: To increase the online ordering revenue to up to 30% of total revenue.. (Currently around 10% of total revenue) 31.

(41) Before review: . Not clear on owned media’s resource scope, integration and website efficiency.. . Only focused on the number of orders with investment in bought media.. . No efforts on buzz marketing and do no understanding about earned media.. Objectives of review: 1.. To offer a complete report to integrate global digital trend, Pizza industry’s digital. 政治大 countries (Japan, Korea, Hong Kong, China, Singapore, US) to give the CEO a clear 立. development and trend and analysis for Pizza Hut’s digital development in different. ‧ 國. 學. understanding how Pizza Hut Taiwan’s digital development fares currently and the future development direction.. To consolidate all owned media’s data to conduct an integrated review and suggest. ‧. 2.. sit. y. Nat. improvements for each part and then summary a sheet which is unique for Pizza Hut. io. “ –“ website management” 3 dimensions.. n. al. 4.2.2. Review Process. Ch. engchi. er. digital depart for review connection and interaction among “ sales “ –“ advertising. i n U. v. Scope to review. Items to review. Data Source. Purpose. Owned media. . From PH. To review connection between traffic. Website traffic. growth and sales Owned media. Brand. . . Website Structure /. Online observation. To review level of smoothness for online. online ordering. ordering & member acquiring process /. process. conversion rate. Revenue for online. From PH. To review traffic with orders. From PH. To review orders with members. ordering ( Revenue. management. / No. of orders) Owned media. . Number of. 32.

(42) Members / Annual. (repeat order rate / average per month.). Average Bought media. . Efficiency of. From PH. To review orders with online ads. InsightXplorer. To review website traffic. Website. Google Trends. To review online ordering rate vs. website. performance. Online observation. traffic in different countries. online ads Owned media. . Website efficiency and comparison with competitors. Owned media. . compared with other PH branches. 立. 4.2.3. Collected Data. 政治大. ‧ 國. 學. Within the combined online shopping sites & food categories, Pizza Hut has comparably. ‧. stable traffic, but the figure is not particularly high (see Table 1).. y. Nat. n. al. er. io. sit. Table 1: Pizza Hut Website Traffic Compared with Online Shopping & Food Sites. Ch. engchi. i n U. v. However, Pizza Hut ranks in 3rd place when looking at the Food category alone (see Table 2).. 33.

(43) Table 2: Pizza Hut Website Traffic Compared with Food Sites Alone. 立. 政治大. ‧. ‧ 國. 學. Table 3: Fast Food Category Web Statistics for March 2010. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Table 4: Fast Food Category Web Statistics for March 2011. Examining the food category web traffic difference for March compared with 1 year ago, we found the number of unique users has certain % of growth for KFC, Pizza Hut, McDonalds and Napoli but no growth for Dominos (see Table 3 and Table 4). However, the usage of Pizza Hut’s website had not changed a lot in terms of average browsing pages and average 34.

(44) days of use per month. Visit durations are shorter than the previous year, and there are no clear signs why this may be the case.. Compared to other PH branches in Asia, Taiwan Pizza Hut’s website traffic is quite stable.. 立. 政治大. ‧. ‧ 國. 學. Figure 8: Unique Visitors for Pizza Hut Websites Around Asia, Jun 2010 - Feb 2011. sit. y. Nat. io. er. From what we understood, online ordering business in Pizza Hut Japan takes around 30% of. al. v i n C h PH Taiwan hasUcomparable traffic to PH Japan. This revenue. According to the chart above, engchi n. total revenue, but Pizza Hut Taiwan’s online business accounts for just takes 10% of total. indicates a possibility that lots of consumers don’t use online ordering after visiting Pizza Hut Taiwan’s website. Another insight collected from a physical survey is that most PH Taiwan customers would check the menu on the Pizza Hut website but would still call in to order. This gives rise to 2 considerations: (i) Should PH convert current web users to online ordering customers or acquire more online business from other media sites? (ii) Incentive for online ordering vs. phone ordering - which one is more cost-efficient for the business itself?. In the end, Pizza Hut decided that:. 35.

(45) 1. Acquiring is more important for Pizza Hut at this stage. 2. It is not possible to offer great incentive for online ordering. Only side dishes, which are valued around NTD 50 would be acceptable as incentive. From a long term perspective, online ordering is definitely important and cost effective way for the business itself.. Based on the above third party information and the confidential data from Pizza Hut, all the. 政治大 to represent the connection among online ads investment (bought media), website efficiency 立 data was consolidated to produce a digital management structure using an Excel spreadsheet. ‧ 國. 學. (owned media) and CRM (owned media / earned media).. 4.2.4. Pizza Hut Digital Management Structure. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 9: Pizza Hut digital Management Structure. 36.

(46) 4.2.5. Pizza Hut Digital Development Performance Review Sheet Table 5: Pizza Hut Digital Development Performance Review Sheet. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 37. i n U. v.

(47) 4.2.6. Pizza Hut Digital Development Improvement Suggestions. 立. 政治大. ‧. ‧ 國. 學. n. al. i n U. 1. Ordering efficiency enhancement (Conversion Rate) i). Ch. engchi. er. io. Pizza Hut Key strategies were examine from 3 dimensions:. sit. y. Nat. Figure 10: Pizza Hut Digital Development Improvement Suggestions. v. Browser compatibility ( IE , Chrome , Firebox , Safari ). Figure 11: Browsers by Total Market Share. 38.

(48) 立. 政治大. Figure 12: Top 5 Browsers Used in Taiwan, Mar 2010 - Mar 2011. ‧ 國. 學. Pizza Hut’s website was only compatible with IE. However, there were still a high. ‧. percentage of consumers using Firefox and Chrome. After the review, the IT department made revisions to cater for compatibility with other browsers.. sit. y. Nat. n. al. er. Improvement for online ordering. io. ii). Ch. engchi. i n U. v. Figure 13: Suggested Improvement to the Pizza Hut Online Ordering Process 39.

(49) Steps for online ordering should be minimized as much as possible. Observation for other Pizza Hut websites in Asia reveals that the whole process should contain fewer than 5 steps to avoid impatient consumers giving up half way through the process.. Mobile phone ordering. 立. 政治大. 學. ‧ 國. Figure 14: Pizza Hut US iPhone App. ‧ sit. y. Nat. Pizza Hut US started mobile phone ordering since the beginning of 2010. This move brought US$1M revenue through sales from the mobile app in just 6 months.. io. er. iii). al. It could rank among the most successful marketing/sales implementations in that. n. v i n year. Pizza Hut Hong C Kong Dominos Japan also launched mobile apps early h eand ngchi U. this year. Now Pizza Hut Taiwan is leveraging Pizza Hut HK mobile app’s source code to develop a Taiwan version. While this is still in production, a mobile website is also being evaluated.. 40.

(50) 2. CRM ( Frequency ) Pizza Hut Facebook Fan Page Management: Table 6: Facebook Fan Page Statistics for Pizza Hut in Asia, Apr 2011 Pizza Hut. FB Fans. Internet Users. %. Malaysia. 401,211. 10,151,040. 3.95%. India. 362,286. 23,893,800. 1.52%. UK. 326,807. 29,146,400. 1.12%. Dhaka. 216,204. 1,020,560. 21.18%. Philippines. 103,151. 23,917,740. 0.43%. Turkey. 94,275. 0.34%. 立 42,159. 1.29%. 2,483,640. 1.70%. Taiwan. 30,243. 9,168,620. 0.33%. Indonesia. 12,260. 35,806,120. Australia. 5,914. 10,059,980. 政治27,890,160 大 46,212 3,578,760. Portugal Singapore. 學. 0.03% 0.06%. ‧. ‧ 國. sit. y. Nat. Not every Pizza Hut branch would put efforts on Facebook or social media marketing. But because Facebook has acquired almost 96% reach – 2nd big media in. io. er. i). al. v i n promotion messages on C its h fanepage. There iis still n g c h U room for improvement. n. Taiwan, Facebook marketing can not be ignored. So far Pizza Hut just put on sales. 41.

(51) ii). Member + Loyalty Program. 立. 政治大. Figure 15: Member Types Compared Against Loyalty. ‧ 國. 學. Using phone number as the unique member ID. . Clear definition for different level of members’ privileges. . Consolidated 4 databases together and classified every unique member into. ‧. . sit. y. Nat. n. 3.. al. er. io. different levels and make sure required personal information provided. v. . Incentive program to increase frequency of orders. . Upgrade members by continuous loyalty programs. Ch. engchi. i n U. Tie-in ( Acquisition) i). More sources for member database (co-op with online service partners) - Pizza Hut need to keep their interaction with young group members. The internet has been a great channel for acquiring them via co-op with online game vendors. Potential online service partners include: -. Game: FunTown, 宏碁戲谷, 遊戲橘子. -. Online shopping: Payeasy, PChome, 森森購物 42.

(52) Bank: Chinatrust, Fubon. -. Physical channels: 7-11, Family Mart. Flexible incentive program – Currently Pizza Hut can only offer a side dish as an incentive for co-op with partners. However, this kind of incentive can only apply to those who already have a habit of ordering Pizza online, it can not acquire those who are trying it for the first time.. 政治大. A new incentive program is suggested to treat “incentive” as “investment”, not. 立. “cost”. According to experience shared by Payeasy, every NTD 50 invested. 學. ‧ 國. could bring in at least NTD 500 revenue and a new member.. ‧. It is suggested to create NTD 50 coupon offer for redeeming when ordering. sit. y. Nat. online. Co-op partners are free to give out NTD 50 cash digital coupon to their members. Each member could use this coupon once to start his online ordering. io. al. n. experience at Pizza Hut’s website.. Ch. engchi. 43. er. ii). -. i n U. v.

(53) Summary for Pizza Hut project The final digital development strategy proposal was sent to Pizza Hut. However, not all the suggestions could be implemented right away but most of them are in progress.. Check. Details of required condition. V. Commitment to develop the brand / the product. V. Having self-owned communication platforms with consumers. V. Ecommerce and/or CRM system is available on self-owned communication platforms. Concrete market analysis (Scale/Competitors/Strengths/Weakness). Nat. y. Certain level of investment on digital marketing (budget, human resources,. sit. V. Clear development of KPIs (short/ mid/ long term). ‧. V. ‧ 國. V. Confirmed target audience profile and description. 學. V. 立. 政治大. n. al. er. io. technology support). 4.3. Case 2: Trend Micro. Ch. 4.3.1. Introduction to the Project. engchi. i n U. v. Background: With the popularity of Cloud computing, from 2011 Trend Micro decided it must re-position itself from “Securing your web world” to “Securing your journey to the cloud”.. Current situation: . The branding campaign will kick off from APAC.. . The Cloud Security portal site is still under development and more content will be 44.

(54) created. . The difficulties are: a) Most IT professionals would just recognize Trend Micro as an anti-virus internet solution provider and no so connected with “cloud security”. b) No ideas how to reach these IT professionals with limited budget and deep communication.. 4.3.2. Brief for this project. 立. 政治大. Objective: Position Trend Micro as No.1 in Cloud Security in Asia.. . Corporate Tagline: Securing Your Journey to the Cloud. . Approach: Separate communication for consumers & business users (including. ‧. ‧ 國. 學. . channel partners). Nat. . Main communication channel: Cloud Security Portal -. er. n. al. sit. y. Geographic coverage: Asia Pacific, including Australia & New Zealand. io. . http://cloudsecurity-apac.trendmicro.com. Ch. engchi. 45. i n U. v.

(55) 立. 政治大. 學. . Positioning. Target Audience. ‧. a) Portal for all cloud security information. a) Business users. y. Nat. io. Trend Micro leading the way in Cloud. al. n Security. Ch. engchi. c) For Enterprise users & channel partners. 46. b) CXO level. sit. b) Establish and grow users’ mindshare of. c) IT professionals. er. . ‧ 國. Figure 16: Trend Micro Cloud Security Portal. i n U. vd). IT security professionals. e) Channel partners.

(56) 4.3.3. Ways to Create Noise. 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. io. n. al. er. Figure 17: Ways to Create Noise for Trend Micro. Ch. i n U. v. To create noise and raise awareness of Trend Micro as a solution provider for Cloud Security,. engchi. it was decided to attack the task from 3 angles (see Figure 17).. 4.3.4. Promotion Program Requirement . Objective: a) Total promotion plan to increase Trend Micro APAC Cloud Security Portal awareness and site traffic b) High search engine organic search result ranking of Trend Micro APAC Cloud Security Portal. 47.

(57) . Target audience: same as Cloud Security Portal target audience. . Promotion schedule: July – Sep, 2011. . Geographic focus: a) Primary: Australia & New Zealand b) Secondary: South East Asia, India, HK, Taiwan, China. 4.3.5. Analysis & Mission Re-defined for This Promotion Program . 政治大. Owned media & earned media will be managed by Trend Micro itself to keep fill the. 立. content on its Cloud Security Portal and offer on-going online or physical seminars to. ‧ 國. 學. IT professionals in Asia. . Focus on bought media to reach the right audience and make use of the content Trend. ‧. Micro will provide on the Cloud Security Portal.. y. Nat. sit. The difficulty for bought media is to reach IT professionals across Asia via the internet,. io. but IT professionals have different online surfing habits and knowledge. How could. n. al. er. . these IT professionals be accurately targeted?. Ch. engchi. 48. i n U. v.

(58) 4.3.6. Online Research for Cloud Security. 立. 政治大. ‧. ‧ 國. 學 y. Nat. n. al. er. io. sit. Figure 18: Google Insights Results for Searching “Cloud Security”. Ch. engchi. i n U. v. Figure 19: Google Keyword Search Popularity Rankings for “Cloud Security”. 49.

(59) Findings from Google Search: . Cloud Security has been getting more popular since 2009.. . India contributes the highest volume of search for “cloud security”. America takes 2nd place and Australia takes 3rd place. For Trend Micro’s promotion program, it is suggested that it should kick off from APAC, and India should be classified as a major focus area.. . “Panda” (a competitor) is famous in Europe and US but has been slow to penetrate. 政治大. Asia. However, Panda is certainly a major player in Cloud Security area and the key. 立. competitor to Trend Micro.. ‧ 國. 學. Directions after the survey:. ‧. 1. Geographic focus re-defined : Australia, New Zealand & India. sit. y. Nat. 2. Media selection focus: IT/News media sites preferred. io. connection with professionals in Australia). n. al. Ch. engchi. er. 3. Deep co-op with major IT media site: CNET (a major IT news site that has deep. i n U. v. Based on the directions above, Google Double Click Planner tool was used to uncover IT professionals’ preferences in the various markets.. 4.3.7. Introduction for Google - Double Click Ad Planner Formerly known as Google Ad Planner, Double Click Ad Planner is a useful tool for companies to assess where best to put their online media dollars.. This free tool provides. information on traffic and the visitors of websites that are potential targets for the advertiser, allowing companies to target more relevant websites.. 50.

(60) "The mission of Double Click Ad Planner is to provide the deepest, most accurate insight into online audiences possible. This insight helps display advertisers select the best sites for their media plans and drive results for their campaigns.". (Double Click Advertiser Blog). The Ad Planner helps advertisers address 3 of the main challenges in advertising online: . Reach - finding more sites that may be relevant to the campaign. . Relevance - ensuring those sites are right for the target audience. . Insights - gaining additional information on what the audience does online. 立. 政治大. ‧ 國. 學. The Ad Planner tool allows the advertiser to find other relevant websites by entering. ‧. information about websites associated with the target market and demographics of the. sit. y. Nat. audience. When used in conjunction with a Google Analytics account, the tool can provide. io. er. more accurate estimates of traffic data. Using the results of the Ad Planner, advertisers can. al. develop a better media plan that will give more insight into the websites their audience are. n. v i n Cofhadvertisements and likely to visit as well as the types e n g c h i U positions that are available on those sites.. In an article released recently in the Double Click advertiser blog (http://ezinearticles.com/?Double-Click-Ad-Planner---Review&id=4162937), it’s mentioned that the ad planner now allows advertisers to reach audiences with interests relevant to their campaigns where previously, they could only use website content to target generic interests. It also includes the top ten interests for each site listed.. 51.

(61) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. i n U. v. Figure 20: Google Ad Planner. Ch. engchi. Source: http://www.google.com/adplanner/. 4.3.8. Understanding IT Professionals’ Preference in Different Markets 1. Australia: . Target audience setting: Based in Australia, IT/Computer interest group.. . There are 6.1M in the target audience (around 34.8% reach of total internet users).. . Media setting: News category, entertainment/gossip type excluded.. . Australian IT users have composition index up to 240 in News category (see Table 7), meaning IT user view this category 2.4 times more than general Australian users. 52.

(62) Co-op media sites: ZDNet is IT professional focused media site in Australia with 1.4% reach.. Table 7: Ad Planner Australia Composite Index Above 200. 立. 政治大. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. . Ch. engchi. 53. i n U. v.

(63) Table 8: Ad Planner Australia Composite Index Between 180 and 200. 立. 政治大. ‧. ‧ 國. 學. Nat. sit. y. In the composite index range 180-200, topic-specific news sites are the majority. CNET and. n. al. er. io. Yomiuri (日本讀賣) can cover reach and concentration to reach more IT professionals.. Ch. engchi. 54. i n U. v.

(64) Table 9: International News Site in the Composite Index. 立. 政治大. ‧. ‧ 國. 學 y. Nat. n. al. er. io. all less than 0.5% (see. sit. International news websites only appear when the comp index is around 150, but the reach is. Table 9).. Ch. engchi. 55. i n U. v.